Search engine marketing companies have been the subject of many lawsuits in the USA for being unable to fulfill the promise of massive traffic and conversion. Be cautious about who you hire and clear about what you want.
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Think about how you use search. Usually, something has triggered an interest in a topic. It could be a TV show, a conversation, a need, a comment in an email or on a webpage. Suddenly you have a question and you hope search will lead to a website with answers. Your search has a context.
As a company with a webpage, you hope that people with questions come to you for answers. One of the nifty things about search is that it is democratic. If you have good answers, search engines will lead people to your webpage. The key is in providing solid, relevent content.
The amount of traffic you receive from organic search is a product of targeted keywords used effectively in your content. If you provide lots of relevent, unique information around a targeted keyword, your rank will rise.
There are numerous ways to create more content. Some are quick; some are not. Blogs are generally considered quick because they are informal and seem easy to write. Nevertheless:
Similar to blogs are social media sites where you worm your way into a community or build your own. Get in there. Stay in there. Keep pitching. Use your keywords.
You need to maintain your blog, writing to it frequently. It is as much effort as the corporate newsletter. But unlike the newsletter which you push to prospects, you need to draw people to your blog with targeted keyword laden content.
If you don't stay committed to the social media community, you risk becoming the equivalent of a recluse: forgotten, ignored, possibly even a figure of fun.
You will spend a lot of energy on these 2 tasks. Why are you doing it? How many people are you reaching and what do you want them to do after they read your entry?
If it takes 2 hours a day to keep up these media and that time is worth $200, and you are selling a product worth $10, you need 20 people in this audience, buying every day to make back the cost. If it's a loss leader, you need at least one of them to move on to the website and make the larger purchase. If your product is a once only purchase, you need to be expanding your reach by a minimum of 20 followers per day.
